That fascination has made it the season's hottest trend. Retailers that want to introduce a new product or line open a shop—in spaces ranging from disused warehouses to high-end department stores—for a few days or weeks to generate buzz. And it's that buzz, not the volume of products sold, that counts, says Reinier Evers, founder of Trendwatching.com. "If you combine a pop-up space with limited-edition products, then that is a double sweet spot," he says. The shops sometimes feel like art galleries orGucci handbagstheaters. Swanfield, a London consortium of designers that has opened several pop-up shops across the city, often features live performances and art shows in its spaces.
"Pop-up retailGucci handbags is a different take on the whole limited-edition concept," says Linda Hewson, head of creative for Selfridges. "It causes a stir, then disappears, and people are really fascinated by that."
Japanese tourists Gucci handbagsand Londoners crowd outside the Louis Vuitton pop-up shop at Selfridges, jostling to get in. They don't have much time; the space inside the British department store opened in November and will close in January. Offering merchandise like key rings, dog accessories, and handbags, the shop serves not only as a backup for the brand's always-packed permanent space in Selfridges, but also as a lure for new customers who might not normally venture into Louis Vuitton. Earlier this year Jimmy Choo and Edun operated temporary shops in the store, and two weeks ago London jewelry designer Anna Lou opened her market-stall-inspired shop.
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